Only television creates the stage for genuine attention.
Real contacts instead of fleeting clicks
While social media ads are swiped away in a split second, the big screen on TV offers an exclusive viewing situation with maximum focus.
THE CONCLUSION
TV contacts are “high-attention contacts.” You’re not just buying reach, but the actual time and focus of your target group.
The BIG-SCREEN EFFECT: Size matters
Brands need a stage. No smartphone beats the brilliance of television.
Trust advantage and image protection
Advertising only works when it takes place in a credible environment. TV offers verified, professional content and thus maximum security for your brand.
The power of shared experience
Shared viewing brings people together. TV is the medium that brings people together physically in front of a screen. This social context massively amplifies advertising effectiveness.
Brands remain significantly more anchored in memory.
The shared experience transfers positively to your brand.
Shared joy works: Sympathy for advertising spots explodes.
Brand building with heart and goosebumps
TV advertising doesn’t just work in the mind, it becomes physically tangible. The combination of image, sound, and storytelling creates emotions and a unique connection.
THE CONCLUSION
Television is the place where attention meets emotion. TV doesn’t just build brands, it anchors them in the hearts of consumers.
Attention brings profit
In the end, success counts. Attention is not a “nice-to-have,” but the hard currency that directly pays into your sales figures and ROI. Those who watch also buy.
THE CONCLUSION
TV is the medium that connects people, awakens emotions, and offers brands a safe, large-scale home. It is a place where brands become experiences. Use Switzerland’s biggest stage for your brand’s success!
Myth Busters
Nobody watches linear television anymore.
In Switzerland, around 4.4 million people still use classic TV programs every day. The average viewing time remains stable at 170 minutes per day. TV remains the mass medium with the highest stable daily reach.
Thanks to replay TV, Advertising is just skipped anyway.
The “fast-forward paradise” has changed. Since the nationwide introduction of the new replay advertising model, Advertising is specifically displayed when starting, pausing, or fast-forwarding. Avoiding ads has become technically more difficult and commercially measurable for broadcasters.
TV advertising is far too expensive and not worth it.
TV is the ROI champion in the Swiss media mix: thanks to maximum reach and trust, television achieves the highest sales activation. Anyone looking at the CPO (cost per sale) will see that TV often outshines purely digital campaigns and remains the most profitable investment.
In the digital age, TV measurement is inaccurate.
With the hybrid model, Switzerland has one of the most modern and precise measurement systems in the world. It combines panel data (human behavior) with Big Data (technical signals from set-top boxes).
YouTube is just as effective for Video advertising as TV
Size isn’t everything: while YouTube often runs in the background on a small smartphone screen, TV offers a multi-sensory experience on the “big screen.” In terms of credibility and brand safety, television remains the clear number one for Swiss experts.
TV advertising only works long-term for brand building.
TV is a powerful “activator.” Especially in combination with QR codes on the screen or second-screen usage (mobile phone while watching TV), TV advertising leads to immediate impulse purchases or app downloads.
Social media advertising is more effective than TV.
Ad recall is significantly higher with TV. While people scroll past social media ads in milliseconds, the TV screen (even the small one) offers higher attention (“leads” vs. “brand trust”). A Screenforce study confirms that ad recall for TV offerings is around 61%.
TV spots must have extremely elaborate and expensive production.
Authenticity often beats high-gloss today. Thanks to modern AI tools and high-quality smartphone productions, even simpler spots can work very well in a TV environment, as long as the message and the target audience approach are right.
Streaming has long since overtaken classic television.
TV dominates moving images: while Switzerland watches television for over 100 minutes a day, YouTube only manages 21 minutes. TV also clearly leads all streaming services with a reach of 54%. Television is therefore not just an accompanying medium, but the powerhouse of Swiss media usage.
TV advertising is no longer perceived by young people at all.
A paradox of the digital age: young people in particular perceive TV advertising more intensely than advertising on social platforms. Why? Because the picture is larger, the sound is better, and attention is higher in the relaxed lean-back mode.